Imperial Leather: Imperial Leather sponsorship wins the 2002 Commonwealth Games

Imperial Leather beat the competition in the 2002 Commonwealth Games sponsorship by looking beyond the obvious. By being true to its own perspective rather than to corporate sponsorship norms, it was able to dominate and put its own stamp on the Games - achieving all stated internal and external objectives. The result, a highly integrated campaign that united diverse audiences, to make the Games pay back for the brand and the company, rather than just the brand paying for the Games